Marketing & Media

The new episode of the WILD HOPE documentary series, Mission Impossible, debuts today on centering on Dr. Pat Brown, founder of Impossible Foods, and his mission to combat climate change and biodiversity loss through plant-based innovation and sustainable land use practices. Dr. Brown, a former biochemist at Stanford University, took a sabbatical from his academic career to address what he identified as one of the most pressing global challenges: the environmental impacts of animal agriculture. [perfectpullquote align=”full” bordertop=”false” cite=”” link=”” color=”” class=”” size=””]”It’s not just that we need to eventually solve this problem. We need to solve it as fast as possible”[/perfectpullquote] He states in the documentary, “What I wanted to do on the sabbatical was to figure out what was the most important thing …

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In the increasingly competitive plant-based sector, it’s clear that offering a great product is no longer enough. Today’s consumers want to connect with the brands they choose on a deeper level. Brands that can evoke love and respect from consumers become more than just products – they become essential to their lives. For plant-based brands, shared values such as sustainability or health often form the basis of this emotional connection. But how do you build and sustain this bond? Authentic storytelling, consistent brand experiences, and tapping into consumers’ subconscious drivers can all help plant-based brands foster loyalty and advocacy. Brands like Allplants and Heura Foods have harnessed this strategy, embedding their values into every customer interaction. Whether it’s through the founders’ personal stories or promoting …

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In the competitive landscape of plant-based foods, having a distinct brand purpose can significantly impact success. A clear purpose differentiates brands and fosters enduring connections with consumers. As the plant-based market expands, understanding and utilising brand purpose is essential for anyone involved in branding or marketing. But what exactly is brand purpose, and how can it contribute to the success of plant-based food brands? In the latest New Food Hub article, ProVeg International explores the role of brand purpose and shares practical action points to support brand leaders. Connecting with consumer values and building loyalty A brand’s purpose goes beyond mere profit – it defines its core reason for existing. In the plant-based food sector, consumers are particularly attentive to values like animal welfare, health, …

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Impossible Foods has unveiled a large-scale marketing campaign alongside its recently refreshed brand identity. The campaign targets meat-eating consumers with a compelling message about the sustainability and benefits of plant-based meats. Under the tagline “We’re solving the meat problem with more meat,” the campaign challenges the deep-rooted habits of meat consumers.  [perfectpullquote align=”full” bordertop=”false” cite=”” link=”” color=”” class=”” size=””]”Meat’s got a big problem. It’s too good. We humans love it too much”[/perfectpullquote] Central to this campaign is a straightforward assessment of meat’s environmental and health impact. According to Impossible Foods, “Meat’s got a big problem. It’s too good. We humans love it too much. And we can’t stop eating it, even though we’re told that eating too much of it is bad for our bodies …

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